Fuse Launches Music Wiki on Wetpaint Platform
The cable TV music network partnered with Seattle-based Wetpaint for the site's build-out and user interface, as Wetpaint's Wiki platform is said to make posting, updating and commenting on online information as simple as using an off-line Word processing program.
Wetpaint's services also allow for social networking. Registered fuse wiki users can create profiles, send private messages, upload widgets and polls, and even start new sections for emerging (and established) artists. Wetpaint has previously worked with brands and media entities like CBS and T-Mobile on social and community-based properties.
Fuse's wiki site currently features banner and display ads from sponsors like Verizon Wireless, Capitol Records, and the US Office of National Drug Control Policy's 'Above the Influence' anti-drug campaign. Fuse plans to expand the ad model to include integrated partnerships and promotions with music companies, labels and brand advertisers.
To keep the wiki marketer-friendly, the network will monitor user behavior. Fans must be 13 or older to post content, while both in-house and community-appointed moderators will help ban disruptive users and take down inaccurate or misleading content.
fuse also has a stand-alone Web property (with blogs, streaming video, artist interviews, mobile content and forums, but the wiki creates a more personalized touchpoint between artists and fans, according to Beth Lewand, vice president, digital media. "This site is dynamic, interactive and designed for the way people use the web today, ensuring that our audience has access to the most up-to-date detailed artist information created by their peers," she said.